Australia is a multicultural nation that continues to expand its cultural diversity. In fact, when you look at the population clock, one migrant arrives in Australia every 59 seconds! According to the Australian Bureau of Statistics (ABS) 2021 Census data, 29.3% of all Australians were born overseas, and more than half (51.5%) of the population have a parent born overseas.
This growth is signalling that brands and organisations should start actively connecting with culturally and linguistically diverse audiences.
Our question to you is: Have you considered Multicultural Marketing?
As a multicultural communications agency, The LOTE Agency works with brands and organisations to develop targeted marketing strategies for diverse audiences, where mainstream approach doesn’t always cuts through.
What brands or organisations benefit from Multicultural Marketing?
In our experience, to understand the needs of multicultural audiences, you should first take it from the perspective of a newly arrived migrant in Australia.
For instance, someone who has just landed in a new country requires the essential services and information to get themselves settled. This includes banking services, phone and internet, medical insurance, etc. As a service provider, you must strenghten your targeted communication efforts to reach the more reserved multicultural audiences. Not only will you provide them with opportunities, but you will also gain recognition in the new consumer market.
Developing an effective multicultural marketing strategy is not always straightforward. It is not as simple as translating mainstream creative and expecting the same emotional response from diverse audiences. Customisation requires more effort and a deeper understanding of cultural nuances. This is where our tram of multicultural communications experts at The LOTE Agency can help!
How will Multicultural Marketing benefit you?
If your goal is to engage multicultural audiences, you need to speak their language, and most importantly, speak to their cultures. You need to know and understand diverse cultural requirements, behaviours and perceptions. This will help you avoid undesired generalisations and stereotyping, ultimately helping you build strong connections with multicultural communities.
By taking the time to research the consumers from a cultural group and implement culturally sensitive and relevant communications, you will have a more meaningful approach and increased exposure to a new market.
The LOTE Agency are a team of multidisciplinary specialists dedicated to partnering with our clients and community to create meaningful results. Get in touch today to find out how we can help you achieve your communication goals.
